The Zero Waste movement is viewed from two perspectives, as an online movement and as political activism. It will bi reviewed what function culture, identity and social platforms play in the process of mobilization. The construction of collective identity and framework of injustice are key aspects to the Zero Waste movement, especially when it comes to the process of mobilization and originating changes in the narrative about climate change. They help to create a unique context within which identification processes are facilitated. The Zero Waste movement has a holistic approach, that means local and international networking, also use of different means of engagement in order to facilitate changes and influence. The analysis of the movement includes different types of agency. The emphasis is on the organizing and conducting different educational workshops and the formation of Facebook groups in order to educate and mobilize citizens, also it enables indirect participation through the means of only sharing content. Second type of agency consists of advocating for changes in public policies and cooperation with local authorities. Through the aforementioned processes of identification and political activism the Zero Waste movement is trying to make a change in the narrative about the harmful effects of plastics on the environment also to facilitate policy changes and the transformation of the industry.